The Brief The agency's brief in 1999 was to create a magazine that would build the Land Rover brand and increase sales of vehicles by showcasing them as an enabler to adventure. Land Rover is a storytelling brand and Onellfe magazine reflects this with a highly editorial approach. The Challenge The key challenge was to promote the core brand proposition of 'going beyond' in a way that was relevant and engaging for 500,000 readers in over 30 global markets. Editorial Response Onellfe is crafted to exacting editorial standards with unique features created in far-flung, inhospitable locations, using some of the world's top photographers. This editorial excellence extends to multi-platform content solutions, including 10 documentary films, a brand-building website and a 156-page coffee table book celebrating Land Rover's 60th anniversary. Results The APA Advantage Study results confirm that Onellfe succeeds in engaging readers and creating interest in, and sales of, Land Rover products. A total of 52% of respondents took some action after reading the magazine, compared to the 38% automotive average. In 2006, Onellfe was awarded Overall Customer Publishing Solution at the APA Effectiveness Awards.
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